Terms of Reference (TOR) Consultancy to Develop a Social Media Campaign Communication Strategy on Engaging Boys and Men for Gender Equality, SRHR, and HIV Prevention

RWAMREC
Aug 3
2 min read

1. Who We Are

The Rwanda Men’s Resource Centre (RWAMREC) is a Rwandan non-governmental organization dedicated to promoting gender equality, positive masculinities, and the engagement of men and boys in eliminating all forms of violence against women and children.

RWAMREC’s mission is to promote gender equality by:

Reconstructing non-violent male identities
Fostering healthy masculine behaviors
Empowering men as positive partners, role models, and change agents

This contributes to promoting healthy families, preventing GBV, and improving SRHR outcomes in Rwanda.

2. Project Context

RWAMREC, in partnership with UNFPA, UNAIDS, and RRP+, is implementing the project:

“Advancing Positive Masculinity and SRHR through Male Engagement in Rwanda.”

As part of this initiative, RWAMREC will launch a new multimedia campaign aiming to increase public understanding and shift social norms around:

Male engagement in SRHR
HIV prevention
GBV prevention
Positive and healthy masculinities

To guide this work, RWAMREC seeks a consultant to design a comprehensive social media communication strategy, which will serve as the foundation for all digital campaign activities in 2025 and beyond.

Note: No existing strategy is in place. This consultancy will develop the first complete strategic framework.

3. Rationale

Despite Rwanda’s progress in gender equality, harmful social and gender norms continue to limit men’s engagement in SRHR, HIV prevention, and GBV prevention. Digital platforms play a critical role in reshaping public understanding, influencing youth behavior, and challenging harmful masculinities.

A well-designed communication strategy is therefore essential to:

Define the campaign direction
Shape key messages
Ensure consistency across platforms
Guide influencer participation
Improve coordination
Maximize campaign reach and impact

The consultant will lead this strategic planning process.

4. Scope of Work

The consultant (individual or firm) will be responsible for developing the full social media communication strategy for the campaign, including:

Needs Assessment
- Review relevant RWAMREC and partner documents
- Identify youth and community information needs
Social Media Communication Strategy
- Campaign objectives
- Target audience segmentation (boys, men, youth, women, teachers, journalists, etc.)
- Key messages and content pillars
- Tone, style, and identity guidelines
- Platform-specific strategies (X, Instagram, Facebook, TikTok, YouTube)
- Influencer engagement guidelines and selection criteria
Monitoring, Evaluation, and Learning (MEL) Framework
- Targets
- Means of verification
- Expected results
- Reporting structure and indicators

5. Expected Deliverables

Full Social Media Communication Strategy (detailed and ready for implementation)
Monitoring & Evaluation Framework with tools and templates

6. Required Qualifications

Degree in Communication, Digital Marketing, SBCC, Media Studies, or Social Studies
Minimum 3–5 years of professional experience in SBCC programming
Demonstrated experience in gender, SRHR, HIV, youth engagement, or behavior change campaigns
Strong portfolio demonstrating strategic design skills
Experience working with NGOs, UN agencies, or development partners is an asset
Strong writing and presentation skills in English